Jiajiayue Group

What Jiajiayue Group does

Jiajiayue Group Co., Ltd. (家家悦集团股份有限公司) is a publicly listed Chinese supermarket and grocery retailer headquartered in Weihai, Shandong Province, trading on the Shanghai Stock Exchange under stock code 603708 since December 13, 2016. The company operates over 1,000 direct chain stores across six provinces (Shandong, Beijing, Hebei, Inner Mongolia, Anhui, and Jiangsu), serving individual consumers and households through a portfolio of formats including hypermarkets, comprehensive supermarkets, community fresh food supermarkets, department stores, shopping centers, baby and maternity stores, convenience stores, snack stores, and discount stores. Its 16.12 million+ registered members as of 2025 constitute the core demand base, complemented by retail brand tenancy partnerships inside its shopping mall and department store formats.

Name

Jiajiayue Group

Legal name

家家悦集团股份有限公司

Website

http://www.jiajiayue.com.cn/

Company type

Public

Founded year

1981

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Jiajiayue Group Co., Ltd. is a publicly listed Chinese supermarket chain operator headquartered in Weihai, Shandong, running 1,000+ direct chain stores across six provinces and serving 16+ million registered members through integrated retail, supply chain, and food processing operations.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

All Other Specialty Food Retailers (445298), Fruit and Vegetable Retailers (44523), Convenience Retailers (445131)

SIC

Retail-Variety Stores (5331), Retail-Convenience Stores (5412)

akta.pro primary industry

Online Fresh Food Specialists (Produce/Meat/Seafood) (CRAHAIAF)

akta.pro secondary industries

On-Demand Grocery Delivery Marketplaces (AFAIAMAB), Convenience, Grab-and-Go & Prepared Foods Distribution (CRAOABAL)

Keywords

• Supermarket chain operations
• Fresh food retail
• Cold chain logistics
• Private label brands
• Supply chain management

Headquarters

HQ city

Weihai

HQ country

China

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure, Personnel

Revenue model

1. Supermarket Chain Operations: Core business generating revenue from retail sales through chain supermarkets, comprehensive supermarkets, community fresh food supermarkets, department stores, shopping malls, baby & maternity stores, convenience stores, snack stores, and discount stores across 6 provinces.
2. Supply Chain Services: Revenue from supply chain development including global direct sourcing, centralized production and processing, and standardized distribution services supporting the retail network.
3. Food Processing and Manufacturing: Production and sale of private label food products including fresh food processing center (120 tons daily capacity), central kitchen system (1200+ prepared foods), and food industrial park products (cooking oil, rice, soy products, etc.).

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Jiajiayue Group operates a multi-format supermarket chain with over 1,000 direct stores across 6 Chinese provinces, selling fresh food, groceries, household goods, apparel, and private label products. The retail network is supported by an integrated supply chain (global sourcing, 7 dry DCs and 8 fresh DCs covering 320,000 sqm, cold chain logistics), in-house food processing (120-ton/day fresh food processing center and 1,200+ SKU central kitchen), and the Rongcheng Food Industrial Park producing private label cooking oil, rice, soy products, and other staples. The company also sells through owned digital channels — the Jiajiayue Youxian WeChat mini-program and Jiajiayue Mall mobile app — and via partnerships with Meituan, JD.com, and Ele.me for 30-minute delivery.

Product overview

Jiajiayue Group is a comprehensive retail channel operator with supermarket chains as its core business, supported by regional integrated logistics, and guaranteed by the development of modern agricultural production bases and food processing industrial chains. The company features a full supply chain and multiple business formats. Its product portfolio includes: (1) Digital platforms - Jiajiayue Youxian (O2O online shopping), Jiajiayue Mall (mobile e-commerce app), Jiajiayue Stamp (loyalty app), and Jiajiayue Procurement Collaboration Platform; (2) Own-brand products including Yueji Good Snacks, Jiayu Baking, Haohuixing value brand, and Shiban Convenience Store; (3) Physical retail formats - comprehensive supermarkets, community fresh food supermarkets, department stores, W37 Shopping Center, baby & maternity stores, convenience stores, snack stores, and discount stores; (4) Supply chain infrastructure - Central Kitchen, Fresh Food Processing Center, Rongcheng Food Industrial Park, and 15 logistics distribution centers; (5) Digital services including electronic invoices and WeChat membership programs.

Differentiator

Problem solved

Functional benefit

Brands

• 悦记·好零食: 好零食 (Good Snacks) private brand
• 家悦烘焙
• 好惠星
• 世伴便利店
• W37购物中心
• 金丰百货
• 家家悦商城
• 家家悦优鲜
• 家家悦印花

Products and services

• Comprehensive Supermarkets (综合超市) Full-line hypermarket-style stores offering fresh food, groceries, household goods, apparel, and daily necessities to general consumers.
• Community Fresh Food Supermarkets (社区生鲜超市) Neighborhood-focused fresh food supermarkets emphasizing produce, meat, seafood, and prepared foods for daily household replenishment.
• Shiban Convenience Stores (世伴便利店) Convenience store chain format under Jiajiayue offering daily necessities and quick services for on-the-go consumers.
• Jiajiayue Department Stores (家家悦百货) Department store format operating in counties and cities including Weihai, Wendeng, Rushan, and Haiyang, offering jewelry, cosmetics, apparel, leather goods, maternal and infant products, and home textiles.
• W37 Shopping Center (W37购物中心) Trend-focused shopping center featuring container, port terminal, and indoor street design elements that integrates dining, entertainment, shopping, culture, and sports.
• Jiajiayue Youxian (家家悦优鲜) WeChat mini-program O2O online shopping platform enabling online ordering with 30-minute delivery service within a 3km radius of Jiajiayue stores.
• Jiajiayue Mall App (家家悦商城) Official mobile e-commerce app covering 12 major categories including beverages, food, liquor, imported goods, household cleaning, and personal care.
• Jiajiayue Stamp App (家家悦印花) Loyalty stamp collection mobile app that automatically displays earned stamps at checkout, allowing members to track stamp counts and learn about redemption options.
• Membership Service (会员服务) Member program delivered via WeChat mini-program with features including one-click card opening, point accumulation, exclusive member products, electronic coupons, and brand events.
• Jiajiayue Procurement Collaboration Platform (家家悦采供协同平台) Internet platform integrating supply and demand resources that connects suppliers with Jiajiayue's procurement operations.
• Yueji Good Snacks Private Brand (悦记·好零食) Jiajiayue private label snack brand offering quality snack products sold through Jiajiayue retail stores.
• Jiayu Baking Private Brand (家悦烘焙) In-store bakery private label brand offering fresh baked goods sold through Jiajiayue supermarket locations.
• Haohuixing Value Brand (好惠星) Value-oriented private label brand offering affordable daily necessities sold through Jiajiayue stores.
• Central Kitchen (配餐中心) Centralized food production facility (35,000 sqm construction area, 300 million RMB investment) producing 1,200+ types of ready-to-eat prepared foods distributed to Jiajiayue stores for in-store prepared food offerings.
• Rongcheng Food Industrial Park (荣成食品工业园) 21-hectare food industrial park with 9 sub-factories producing private label cooking oil, rice, soy products, plastics, grains, seasonings, flours, and machine-processed products for retail under Jiajiayue brands.
• Yun Tong Technology Cold Chain Logistics Platform (云通科技) Third-party cold chain logistics information service platform integrating 790+ cold chain transport vehicles with goods supply and distribution center resources, providing market-oriented cold chain logistics services.
• Electronic Invoice Service (电子发票) VAT electronic ordinary invoice service that replaces paper invoices, allowing customers to issue invoices within 30 days of purchase via QR code scanning.

Quantifiable outcome

• 85%+ of fresh products sourced through direct procurement base model
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and major.

• IBMcoreTechnology or IntegrationDigital transformation partnership for supply chain and operational technology modernization. JJY collaborates with IBM for technology upgrades to improve operational efficiency.
• SAPcoreTechnology or IntegrationEnterprise software implementation partnership for digital supply chain integration, information systems, and business process optimization.
• JDAcoreTechnology or IntegrationSupply chain management and planning technology partnership for inventory optimization and distribution efficiency.
• P&G (宝洁)majorOthersLong-term supplier partnership with over 10 years of cooperative relationship. Direct supply procurement model.
• Wahaha (娃哈哈)majorOthersLong-term supplier partnership with over 10 years of cooperative relationship. Direct supply procurement model.
• Nestle (雀巢)majorOthersLong-term supplier partnership with over 10 years of cooperative relationship. Direct supply procurement model.
• Mars (玛氏)majorOthersLong-term supplier partnership with over 10 years of cooperative relationship. Direct supply procurement model.
• International Brand Partners (New Zealand, Australia, Spain, Chile, USA, Thailand)majorOthersGlobal sourcing partnerships bringing international products into Jiajiayue stores under the '买世界、品世界' (Buy Global, Taste Global) concept.
• Meituan (美团)majorChannel Partner/ Reseller/ DistributorThird-party delivery partnership for online-to-offline services enabling food delivery from Jiajiayue stores.
• JD.com (京东)majorChannel Partner/ Reseller/ DistributorE-commerce platform partnership for online sales and delivery services.
• Ele.me (饿了么)majorChannel Partner/ Reseller/ DistributorThird-party delivery partnership for online-to-offline services enabling food delivery from Jiajiayue stores.

Scale indicators18 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Sun Art Retail Group (RT-Mart / Auchan): Sun Art is China's largest hypermarket operator with stores nationwide under the RT-Mart and Auchan banners. Like Jiajiayue, it is a multi-format grocery retailer with integrated supply chain capabilities, providing a directly comparable national-scale supermarket benchmark.
• Yonghui Superstores: Yonghui is a major publicly listed Chinese supermarket chain with strong fresh-food positioning and an expanding store network across multiple provinces. Its dual focus on fresh produce quality and digital integration closely parallels Jiajiayue's operating model.
• Alibaba Freshippo (Hema): Freshippo is Alibaba's tech-enabled supermarket chain combining physical retail with 30-minute delivery and integrated fresh-food supply chain. It competes directly with Jiajiayue in fresh food retail and sets the digital benchmark the regional chain must match.
• China Resources Vanguard (CR Vanguard): CR Vanguard is one of China's largest state-backed supermarket chains with multi-format stores nationwide. Its scale, supply chain integration, and government backing make it one of the closest large-scale comparables to Jiajiayue's multi-format regional chain model.
• Pangdongliang (胖东来): Pangdongliang is a Henan-based regional supermarket chain renowned for exceptional customer service, employee treatment, and private-label quality. Although smaller and regionally focused, its multi-format supermarket and strong own-brand emphasis make it a relevant operational benchmark for Jiajiayue.

Broad incumbents

• Walmart China: Walmart operates hypermarkets and Sam's Club across China as a global incumbent retailer. While broader in scope, its supermarket/grocery operations compete directly with Jiajiayue for fresh-food basket share and set the global best-practice benchmark the company must meet.
• Sam's Club China: Sam's Club operates membership-based warehouse club stores in major Chinese cities, targeting middle-class fresh food and imported goods demand. While a different format, it competes with Jiajiayue for premium fresh-food and household basket spend.
• Costco China: Costco operates membership warehouse clubs in China with a curated fresh-food and private-label emphasis. As a global incumbent expanding in China, it competes with Jiajiayue for upper-middle-class household loyalty and basket size.

Emerging players

• Pagoda (百果园): Pagoda is China's largest specialty fruit retail chain, operating company-owned and franchised stores with strong supply chain integration from orchard to store. Its narrower fresh-food focus and direct-procurement model overlap with Jiajiayue's fresh-food sourcing strategy.
• Dingdong Maicai (叮咚买菜): Dingdong Maicai is a leading online fresh grocery delivery platform in China with its own sourcing and city-level distribution network. While narrower in scope (online-only fresh), it competes with Jiajiayue's O2O offering and represents the digital-native model the supermarket chain must counter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jiajiayue Group